Sporting Facebook: A Content Analysis of NCAA Organizational Sport Pages and Big 12 Conference Athletic Department Pages

Wallace, Laci; Wilson, Jacquelyn; Miloch, Kimberly
December 2011
International Journal of Sport Communication;Dec2011, Vol. 4 Issue 4, p422
Academic Journal
Social-media Web sites provide a strategic means for college and university athletic departments to build and maintain a strong brand presence when cultivating relationships with Facebook users. The purpose of this study was to examine the use of social media as a brand-management tool in college athletics. Specifically, this study examined the use of Facebook in the NCAA (N= 10) and in the Big 12 Athletic Conference (N = 12) by content posted throughout the 2010-11 season. These Facebook pages were examined to determine how major college sport organizations were using communication tools, types of brand-management factors, and marketing coverage. The data revealed statistically significant differences in content posted by season, type of communication tools, and fan interaction. The results from this content analysis were used to conceptualize branding, marketing, and Facebook user behavior.


Related Articles

  • OrgChart. Kiefer, Brittaney // PRWeek (U.S. Edition);Feb2013, Vol. 16 Issue 2, p13 

    The article focuses on the social media assistance sought by Northwestern Mutual for its personal connection with audience. It says that due to the financial crisis of 2008, its communication team connects with audiences on Twitter, Facebook, and Youtube by sharing its information, points of...

  • The Use of Social Media among Student-Athletes: The Positive and Negatives. Hough, Carly // Kentucky Newsletter for Health, Physical Education, Recreation &;Spring2015, Vol. 52 Issue 2, p17 

    Twitter is a beneficial communicative tool for college student-athletes. Universities have used social media as a tool to increase advertisements, marketing, and sponsorship of potential teams, leagues, and athletes. Twitter is most effective at fostering direct fan-sport relationship. However,...

  • HEALTH ORGANIZATIONS' USE OF FACEBOOK FOR HEALTH ADVERTISING AND PROMOTION. Hyojung Park; Rodgers, Shelly; Stemmle, Jon // Journal of Interactive Advertising;Fall2011, Vol. 12 Issue 1, p62 

    The purpose of this study is to examine how health organizations use interactive features and social media channels on Facebook to manage their brand for advertising purposes. A content analysis of 1,760 wall comments on health organizations' Facebook pages reveals that nonprofit health...

  • The Role of Divisional Affiliation in Athletic Department Web Site Coverage. Cooper, Coyte G.; Pierce, David // International Journal of Sport Communication;Mar2011, Vol. 4 Issue 1, p70 

    With the growing popularity of the Internet as a communication medium, National Collegiate Athletic Association (NCAA) athletic departments have turned to their Web sites to build interest in their product among consumers. As sites continue to develop traffic, it is important to examine the...

  • Fast-food advertising in social media. A case study on Facebook in Egypt. Gaber, Hazem Rasheed; Wright, Len Tiu // Journal of Business & Retail Management Research;Oct2014, Vol. 9 Issue 1, p52 

    The purpose of this paper is to explore the factors that affect young Egyptian consumers' attitudes towards fast-food advertising in Facebook which is considered the most widely used social media network. 4 focus groups were conducted with young consumers from 2 Egyptian cities. Content analysis...

  • Informal Learning through Facebook among Slovenian Pupils. Erjavec, Karmen // Comunicar;2013, Vol. 21 Issue 41, p117 

    Since existing research has failed to consider how primary school pupils use Facebook for informal learning and to enhancing social capital, we attempted to fill this research gap by conducting 60 in-depth interviews and think-aloud sessions with Slovenian primary school pupils. Furthermore, we...

  • Social media use by community-based organizations conducting health promotion: a content analysis. Ramanadhan, Shoba; Mendez, Samuel R.; Rao, Megan; Viswanath, Kasisomayajula // BMC Public Health;2013, Vol. 13 Issue 1, p1 

    Background Community-based organizations (CBOs) are critical channels for the delivery of health promotion programs. Much of their influence comes from the relationships they have with community members and other key stakeholders and they may be able to harness the power of social media tools to...

  • Social Networks and Young People. Comparative Study of Facebook between Colombia and Spain. Almansa, A.; Fonseca, O.; Castillo, A. // Comunicar;2013, Vol. 20 Issue 40, p127 

    Social networks have become areas of social interaction among young people where they create a profile to relate with others. The way this population uses social networks has an impact on their socialization as well as the emotional and affective aspects of their development. The purpose of this...

  • Confusion Reigns As Colleges and Universities Deal with Social Media and the Student-Athlete. Carroll, Cadie // Journal of NCAA Compliance;May/Jun2012, p6 

    In this article, the author discusses the challenge of social media with its use by young athletes and efforts of National Collegiate Athletic Association (NCAA) about social media policy. As mentioned, the main challenges institutions face are effectively monitoring the hundreds of...


Read the Article


Sign out of this library

Other Topics